Ad Campaigns
Great Learning’s Diwali campaign urges professionals to go for #NewBeginnings
Mumbai: Ed-tech company for higher and professional education Great Learning, a part of the BYJU’S group has launched its Diwali campaign #NewBeginning highlighting the significance of upskilling for building rewarding careers.
Conceptualised and created by Interactive Avenues, the social media campaign encourages professionals to upskill and give their careers a ‘New Beginning’ on the auspicious occasion of Diwali.
The ad film emphasises that while most of us buy new things and redecorate our homes during Diwali, it’s also a good time to give our career a fresh start by investing in upskilling ourselves. Targeted at working professionals, the campaign revolves around a young couple who is excited to celebrate the festivities by going on a shopping spree but eventually realise that it’s probably wiser to invest in their career first.
“This campaign has a very simple message – there is no better time than the festive season to think about investing in your career. This is considered to be an auspicious time to make all kinds of big-ticket purchases – appliances, cars, homes, etc. However, the festival season also coincides with the mid-year appraisal season and hence, the perfect time to assess one’s career and take appropriate steps for future growth,” said Great Learning chief marketing officer Aparna Mahesh.
The campaign is targeted towards the October appraisal cycle that many organisations follow and delivers the message of the need for lifelong learning and upskilling to power ahead in one’s career. The message will be further amplified through a contest on Great Learning’s Instagram, Facebook, and Twitter by asking followers to share their plans of #NewBeginning this Diwali. The nomination for this Diwali contest is currently live and each winner will have a chance to win Amazon vouchers worth Rs 6,000, it said.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
